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Disney

Creating a brand before breaking ground to accelerate long-lead sales efforts.

Authoring a brand spirit and soul, and creating over 50 location names.

Disney had committed its largest investment into building a resort property in California, and they tapped Agency|51 to create a brand unlike any of their other properties. With the lead-time need for advance reservation of so much meeting and convention space, showcasing the spirit of the experience was critical for the sales push of “booking during building.” This new property’s focus was on expanding meetings and conventions, and was inspired by the Arts & Crafts spirit, with a limited use of Disney characters. Agency|51 delved deep into the writings and style of the period, and created a timeless brand with tasteful touches of the Disney magic. Agency|51 also led the nomenclature for all locations, including restaurants, bars, shops, suites, meeting rooms, pools and more. Following the branding success, Agency|51 created the branding personality for the Disneyland Hotel and Disney’s Paradise Pier Hotel.